Marketing

For most companies, building your brand’s identity is paramount. Businesses with a recognizable and memorable brand enjoy a “leg-up” on the competition because they don’t have to keep reminding clients or customers that they are there. Your brand’s identity are the visual elements (color, design, logo, etc.) that people can recognize and correlate with your products or services.

It is crucial that your brand’s identity be cohesive, consistent, and memorable. To establish a strong brand identity, you should take the following steps:

• Understand who you are and your ideal client group
• Know your company’s strengths and weaknesses (many people recommend performing a SWOT analysis to fully understand both the opportunities and challenges)
• Make sure your brand identity matches your business goals and the goals of those in your client group
• Focus your messaging. Don’t try to be everything to everyone. To establish a strong brand identity, establish a consistent personality and voice for your company, and make sure the message remains coherent

Need help building your brand’s identity? The experts at Spot Color Marketing can help you cultivate the right image in the minds of your clients and customers. Contact us at 855-766-6322 or reach out to us online to schedule a consultation to discuss your brand, your image, and your goals.

In our technologically driven world, people are using smartphones phones more than ever. In fact, according to a Pew Research Center study, a vast majority of Americans – 96% of the population – own a smartphone. Tapping into this ubiquitous technology can be a game-changer for marketing. Marketing is most effective when it targets real consumers who have a need that you can fulfill in an immediate way.

With geofencing, you can accomplish that.

Geofencing is location-based marketing that uses cell phone location data to send a targeted marketing action, such as an email, text message, or social media advertisement to a consumer in a specific place. For example, when a young person enters a shopping center, they can be shown an Instagram ad for a special deal at one of the mall’s stores or be sent a text.

The average consumer spends more than four hours a day looking at their phones, and most of those people prefer advertisements that are personalized to their interests and location. Mobile ads with geofencing have double the click-through rate than regular ads, indicating that consumers are more likely to find out more about an ad that relates directly to them. What’s more, geofencing is proven to work because 53% of consumers visited a retailer after receiving a location-based ad.

Using geofencing, you can better target your audience, giving them a personalized experience, and spend your marketing budget more effectively. You’ll also be provided with better data collection that can help you to understand your customers.

At Spot Color Marketing, we’re experts at helping small businesses build their brand identity and revolutionize their marketing efforts. Please email us at spot@spotcolormarketing or call us today at (855) 766-6322 for a free consultation.

What is your business doing to maximize your A/B testing efforts? In a previous post, we explained the importance of A/B testing. As a quick refresher, A/B testing is the practice of running two versions of a promotion to test a singular variable, such as what the call to action will look like, e.g. the color of a button or the wording of a phrase such as ‘Join Now’ vs. ‘Register Here’. You should perform an A/B test if you notice a promotion your company is running is not yielding the results you were hoping to receive. Now the Spot Digital Marketing research team is back to give you the 3 best practices of A/B testing!

1. Test the appropriate key performance indicator and promotional element

Before you run an A/B test, you should determine what key performance indicator (KPI) you want to measure. Popular key performance indicators include conversion rate, cart abandonment rate for retailers, email capture rate, and average order value. There are six elements of promotion to consider testing for and it is important to choose the correct one to improve your campaign. Call to action, taglines, offer copy, the value of the offer, image, and the number of steps are all measurable KPIs that play important roles when customers view your promotional content. If one of the elements is off, it may be the cause of your promotion’s low performance.

2. Write down your hypothesis

If you are not jotting your hypothesis down for yourself, at least document it for those who come after you or anyone who asks to see a report. The hypothesis does not need to be elaborate, it just needs to state specific action and outcomes of what you think changing the KPI and the promotional element will do for your bottom line. For example, “We predict changing the tagline in the subject line of our emails to something witty will resonate with our younger audience and increase the open rate.”

3. Watch your timing

Be sure to send out your promotional emails at peak times for your audience. Sending out an email when your audience is online may sound like a no-brainer, but it never hurts to be reminded. Studies have shown that promotional emails perform well on Fridays, however, you should look at your own email data to find the time your open rate, click-through-rate, conversion rate are highest.

Running an A/B test can be very time consuming if you are a small business juggling many tasks. Luckily, you can hire a digital marketing agency such as Spot Digital Marketing to manage this process for you. We have 17 years of experience in supervising paid-per-click campaigns, monitoring SEO rankings, developing successful text message advertisements, and much more.

Receive your business’ complimentary SEO audit by visiting our website or contacting us directly with any questions you have about A/B testing.

Marketing Micro-Moments helps your business find customers in the moments when they want to do business with you most. When they break a shoe, or spill coffee on their only shirt before a big meeting. The intent to buy is high, and time is limited. Be there for your people in those moments.